Capterra Analysis

Data points for each “Channel” in the dataset for Capterra data - beginning in October 2018

• We should focus primarily on the Capterra channel as it has the most data. I would not trust the accuracy of the individual channel predictions of GetApp or Software Advice in this data set

## 
##        Capterra          GetApp Software Advice 
##            6847             649             119

Cost per Click

• The majority of the clicks and cost are in the 20 and under click and 2000 and under cost.
• There are some outliers (See cost $6933 with 32 clicks)
  • Note: That particular data point only had 2 conversions and a position of 1

Cost by Predicted Click Count

• The greatest frequency of predicted clicks are in in $3000 and under range (approx. 20 clicks). (Broken out by category name)

Predicted Cost per Click by Average Position

• The return on investment is higher in the lower cost per click sections of the graph. Investing more in order to be ranked 1 isn’t necessarily going to get more clicks or be a good return on investment.

Predicted cost per conversion and Average Position

• Most of the conversions are predicted to occur around and below the $200 point and the 20 and above position.

Predicted cost per conversion and Average Position (1- 10)

Predicted cost per conversion and Average Position (1 - 10)

Cost per Conversion

• Most conversions are occuring in the under $2000 cost range.

  • From 1 conversion to 4 conversions for all channel types, spending more doesn’t equal more conversions.

  • Note: In one example, $6933 was spent and obtained two conversions. At the opposite end, $4 was spent and also obtained 2 conversions.